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  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

Why Fake Deadlines Almost Never Work

If you scroll through your inbox, I do not doubt that it’s filled with emails that sound just like this:

“Last chance to save $$$”
“Only 24 hours remaining.”
“Grab this offer while it still lasts.”

And other such crap that only works for the smallest percentage of super impulsive types, written by rookie email marketers who don’t know how to apply the basics of human persuasion since they are making this critical mistake.

And while the idea is right (playing into FOMO)

The execution is all wrong, because they’re missing the fundamental element that makes deadlines work.

As I described in this month’s edition of the Alley-Oop, a deadline is a type of Direct-Offer lead that works well with a hyper-aware market… as long as one crucial condition is met.

Want to know what that condition is?

The reader needs to believe that the deadline is true.

And since most people don’t believe anything they read about direct-offer, scarcity-driven, urgency-filled emails, it falls on deaf ears, and conversions suck.

So how do you make deadlines work for you the way they were intended?

Well, the answer is easy:

You mean what you say, and you say what you mean.

Yesterday, about 26 hours ago, I told you that in 24 hours, I’d be sending this month’s edition off to the printers, and at that point, the chance to have a system for making email marketing work for you (using the exact approach we use at AA) would be over.

And because the deadline has now passed, the chance to get your hands on the “Holy Grail” of email marketing for fitness businesses has ended.



So if you subscribe now, you’ll get next month’s edition, which will be a framework for a more effective sales conversation that never requires you to pitch what you do, using a novel question framework that I’ve been refining for months and have never shared before.

So while next month’s edition will be ridiculously valuable, the chance to implement a wildly effective email marketing system is over.

This brings me to my point:

Deadlines are valuable as hell but are almost always misused.

If you want to use them (and every intelligent business person should)…

Say what you mean, and mean what you say.

Because next time, your prospect won’t confuse you with the rest of the plebs who use it ineffectively, and they’ll take you deadly seriously.

Which, if you’re worth your salt, is precisely what you want.

Food for thought heading into the weekend.

– Karl Goodman

Don’t Stop Here

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It’s crazy how quickly things can go viral when a message really taps into the conversation that the market is already having inside its head.


237 Elizabeth Street, Hobart
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athletes edge

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PEAQ Conditioning Coaching

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FSC Wembley

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+61 439 296 427

FSC Wembley

56 Grantham St, Wembly WA 6014
+61 439 296 427

Bodyseek Personal Training

6/92-100 Champion Rd, Williamstown VIC 3016
+61 3 9078 3005

Athletes authority melbourne

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1300 936 563

Elite Performance Gym

17 Neumann Rd, Capalaba QLD 4157
+61 7 3823 5676

Athletes Authority

16 Dickson Ave, Artarmon NSW 2064
+61 1300 936 563

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Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.